The Drive to Market

When I was in my early twenties, I purchased my very first new car. I was done with school, and was working in the marketing department of a large industrial manufacturer.

While I was excited at the thought of driving a new car (at the time, my existing beater was on its last leg), I didn't really care all that much about what I ended up with. As long as it got me from point A to point B, and had the basic amenities, I would be satisfied. Certainly, I didn't want to get raked over the coals, so I did some initial research, and, armed with this information, I began making the rounds at the dealerships.

Let me say this at the onset...the reception at the various dealerships ran the entire spectrum.

First, there was the salesman that wanted to know when I would be bringing my husband back with me (at the time, I was unmarried). Next, there was the salesman who couldn't answer any of my questions, but made a point in showing me such bonus features as the "makeup mirror."

Seriously, this really happened.

I test drove several cars over the next few weeks, and had a mixed bag of good and bad experiences. When I finally made my purchase, it was due to a number of factors:

• The vehicle had a long-standing reputation for being a good, solid, and reliable car
• The salesrep was polite, professional, and was able to answer my questions
• I didn't waste time on a long negotiation process. Once I made it clear that I had done my homework, and knew what I intended to spend, the process was cut and dried.
• I received excellent customer service after the sale, including a follow-up call, postcard, and a number of free services (car washes, oil changes, etc).
• I received a $100 referral payment for sharing my experience with a coworker in my office, something I did not know I was going to receive. The check just showed up with a thank you card for sending the dealership a new customer.

By now, you are surely wondering...what is the point I am driving at? It's simple, really. We are all customers at one point or another. In those instances when a customer doesn't have a clear brand preference in mind, what types of things will affect their buying decision?

• Benefits
• Features
• Service
• Reliability
• Price

A customer can learn a great deal about your product or service by taking you out for a test drive. If your sales process doesn't have an initial free trial in it, you should consider adding one. If a customer is impressed by the level of service, attention to detail, and quality you offer them before they ever hand over their money, they will have far less reservations to overcome when it comes time to purchase.

Customers, like cars, get much better mileage when they are properly cared for.

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